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The leaders in leading in the lede

Tue, 08/12/2014 - 11:24pm
Brian Santo

Years and years ago, I came across a press release from DuPont about a new polymer it was introducing.

DuPont Arylon, this document promised, “would literally accelerate the future.”

Think about that. No, on second thought, don’t.

Since then, I have sifted through at least 250,000 press releases. An extremely infinitesimal percentage of that quarter million I even wrote, so I have a legitimate appreciation for the craft that goes into writing an effective release (sometime in spite of one’s clients).

Today I am here to ask for the curtailment – if not the total cessation – of a particularly pernicious practice that has taken over the public relations industry in the last three years. It’s leading in the lede, like so: “TecTronTelVision, a leader in blah blah blah…” The examples below are not meant to single anyone out, but only to demonstrate the near-ubiquity of this hyperbolic locution, and why, after seeing it in 25,000 releases from 10,000 different companies, it long ago lost any meaning.

There are some examples of outstanding leadership in leading I’d like to highlight. The 2014 Leader in Unbelievably Incredible! And Astounding! Boilerplate, But Thankfully Not In The Lede is Cisco for this: Cisco is the worldwide leader in IT that helps companies seize the opportunities of tomorrow by proving that amazing things can happen when you connect the previously unconnected…

And then there’s Ciena, our 2014 Leader in Refreshingly Nonhyperbolic Hyperbole for this: Ciena, the network specialist… …which seems delightfully humble, until you realize the phrase could be read to say that Ciena is the only network specialist…

And now some examples:

Amdocs, the leading provider of customer experience systems and services…

Broadcom Corporation, a global innovation leader in semiconductor solutions for wired and wireless communications…

As a leader in gigabit networks, Calix…

Buckeye Telesystem, a leader of Voice, Data and Cloud services in the Northwest Ohio/Southeast Michigan area…

Comverse, a global leader in telecom business enablement…

Elemental, a leading supplier of software-defined video solutions for multiscreen content delivery…

Enablence Technologies Inc., a leading supplier of optical components and subsystems for access, metro and long-haul markets…

Front Porch Digital, the global leader in cloud and premises-based content storage management (CSM) solutions…

Hitron Technologies Americas, a global leader of residential and business DOCSIS networking devices…

Ikanos Communications, Inc., a leading provider of advanced broadband semiconductor and software solutions for the digital home…

Imagine Communications, a market leader of media software and video infrastructure solutions…

Lightpath, a leading provider of Ethernet-based communication solutions for New York metropolitan area businesses…

MobiTV, a global leader in enabling delivery of live and on-demand TV everywhere…

MRV Communications, Inc., a leading provider of innovative packet and optical solutions…

Net Insight, a leading provider of efficient and scalable transport solutions for media, IP and broadcast networks…

OpenVault, the leading provider of easy-to use tools to help Multiple System Operators (MSOs) increase revenues, reduce costs and manage growth on their high speed data broadband networks…

Pico Digital, a worldwide leader in providing comprehensive multi-media delivery solutions to customers in the broadband, satellite, cable, and broadcast markets

Tektronix, the market leader in broadcast video test, monitoring and analysis solutions…

Telestream, the leading provider of digital media tools and workflow solutions…

The Telecommunications Industry Association (TIA), the leading association representing the manufacturers and suppliers of high-tech communications networks…

VIZIO, America's #1 Sound Bar company…

 

 

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